Know-How Exchange : Advertising/PR

Hi Secured,

I understand your situation, I've been there and have had excellent results.

It sounds like you are a tradeshow vet so these may all be ideas you already know, but here are some of my proven modus operandi:

* As a guest, you need to be rather low key about any marketing events like you mentioned or the organizers will get upset. In addition, with so many "official" events, booths, sponsors etc. you will not be able rise above the other noise.
* Stay at the official event hotel. Most important.
* Spend a lot of time in the most popular bar at the hotel. This is where you will make the best contacts. It doesn't mean you have to get sloshed every night starting at 5, pace yourself, but be very personable and offer to buy a lot of drinks.
* Eat your meals at the hottest restaurants near the site. These may or may not be in the hotel itself. There are always a handful of places that everybody goes, that's where you need to be. Ask the concierge or doorman where everybody is heading, and if its not happening when you get there, keep moving on.
* If you are flying, try to get on what would appear to be the most popular flight going and coming. Then, if the time of day is appropriate, hang out at the closest bar to your gate an hour or so before your flight.
* Don't forget a huge stack of business cards.
* Find out where all the big hosted parties are at, then network like crazy (but not obtrusively) at these events.
* Attend the seminars that will attract your prospects. Hang out by the coffee and pastry table before and during breaks.
* Follow up when you get back home. Sign them up for your e-newsletter (you do have one right? If not, contact me, I can get you up and running in 14 days).

I hope that helps!

Tate, at the risk of sounding too obvious...

Don't forget to brand yourselves physically, especially if there are several of you attending the show. Tell your team that it's mandatory to wear your "uniform" of matching logo shirts and khaki pants. Even if you don't speak to a soul, you'll earn some visibility, particularly when you're roaming as a pack.

On the show floor, you should also do two things:

Keep an eye out for exhibitors who might make good strategic partners (or even customers!) and introduce yourselves.

Observe what's going on in the successful booths. Are people swarming in and out just to win a prize? Are people engaged in meaningful conversations? Don't be afraid to tell those exhibitors that you're thinking of doing next year's show and wondering how they've made it work well for them. But do it during the low-traffic hours of the event.

- Shelley

Are other exhibitors likely to be prospects too?

Or just people attending, but not exhibiting at the show?

I have another idea which would work if exhibitors are prospects too...

Host a cocktail session somewhere nearby shortly after the show closes.

Just make sure it doesn't clash with official events or this will be the last free pass you get from these organisers.

Print some invitations and go round the whole show inviting all the exhibitors (if the are prospects, that is) to drop by and have a drink with you after the show. Then collect their information either immediately or at the drinkfest.

If exhibitors aren't the target, then do the same but instead of giving out invitations to exhibitors, give them away to likely-looking prospects attending the show.

No-one turns down a chance for a free drink.

Another variant is to invite people to have a drink with you ANYTIME during the show. Hang out at the bar (drink soft drink or coffee or else the day will get ugly) and then you don't have to deal with a crowd of people all at once.

BTW working the floor like this doesn't just tend to get the organisers offside, it really gets other exhibitors upset as they've paid for space and they see you stealing their prospects.

Every show I have ever been to has people working the floor, so be careful to remain as unobtrusive as possible, without seeming too much like an illicit purveyor of stolen or fake watches!


Hope this helps

chrisb

I feel like I need to make a comment regarding all of the hang-out-at-the-bar suggestions.

First of all, I'm all for it! I'm a lush for wine, so just tell me when and where to show up. ;]

Seriously, though... you need to have a strategy to help members of your team "politely disengage" from some of the inevitable unproductive conversations that are fueled by alcohol. Have a Designated Eavesdropper who can gently interrupt and request your attention for a matter with the waiter, for example.

Not all of us are smooth minglers in business or social situations, so just be ready to help each other out.

- Shelley (h-hic!)

The above are very good suggestions. I have also attended many trade shows attempting to meet prospects, and one idea which I have often considered (but have never tried) is to approach someone at the show who has a lower amount of traffic, and offer to help - e.g. bring a fishbowl for people to drop their business cards in (or some way to gather names of attendees - some shows have electronic ways to gather info) and several expensive giveaways, and let their booth raffle off the giveaway in their name (provided they share all the generated leads with you).

If you can provide a link to the web site of the conference, and a link to your web site, we might be able to offer even more detailed examples.